And order now.
Oh!
I don’t think so.
What’s up guys Jason here and welcome to episode 19 of Building an Online Business
from Scratch.
Wherel I am taking you on my journey of A to Z of building an online webinar sales funnel
and coaching and consulting practice on the back end.
And in today’s episode specifically I’m going to be talking about one of these most
critical but over looked pages throughout your entire funnel process regardless of what
type of funnel or what type of product you’re selling and that is your checkout page.
That’s the page where people finally whip out their credit cards or Starbucks gift cards
in this case and finally give you money.
And I think this is really important because it’s something that almost comes as an afterthought
as in once someone’s clicks to the page , you know we’re done , we can celebrate
pop open the champagne . But that’s not really the case until someone has actually
hit that submit order button on your shopping cart page , you know the selling and the marketing
, the rapport building , the prospect nurturing , it needs to go until the very , very end.
I mean you’re on like the 2 yard line, you just need to push over that extra tow yards
and get them, get to the touch down, get to that goal and say, yes someone actually bought
my product or service.
So what I’m going to do is switch gears here and I’m going to jump into my screen
and show you what my shopping cart page looks like.
And walk you through some of the distinctive elements that I think, that you should be
using as well on your checkout pages.
To make sure that when people come to the page:
Number 1: They are not all freaked out and go; I don’t think I’m going to give you
my money.
Number 2: They don’t find another reason not to buy.
Because the closer they get to purchasing form you that little voice in the back of
the head whether its self-doubt or skepticism, it’s going to get louder and louder until
they finally hit that order button.
So it is screaming at the top of its lungs when you prospects got to your order page.
, it is looking; it is telling your prospects every reason why they should not do business
with you.
So we want to come back that, we want to ease them into purchasing and so let’s dive in,
take a look at some of those elements.
Now for this particular example I’m going to using a Click funnels template , I’m
a big fan of click funnel s, affiliated link in my description, If you want to check them
out . another great service if you’ve already got all your pages set up and you just looking
for , just stand alone service is Sam Cart , I’ll leave a link not affiliated link
, in the description below Sam car.com.
I used them before I went to click funnels it’s just the size of my business, it didn’t
make sense to pay for both, so I had to make a decision.
So anyway you can go check those two resources out in terms of actually building pages and
having pages that look good and don’t scare people away from giving you their credit card.
You need to look as professional as possible when it comes to a page where you’re asking
people to give you their financial information or give stripe the financial information or
PayPal or whoever it is.
Well if I guess you using PayPal stuff you don’t have to worry about it.
All right anyway deck dressing , so the very first thing that I want to point out here
is the design and the design it’s not overly complex , it’s not super you know cool or
whatever but it’s just very simple and it clearly shows that this is page that you can
trust . At the end of the day that’s kind of number 1 and then number two at the top
or the bottom you want to have an email for support.
So I just have if they have any questions or any problems what so ever, there’s support@jasonwhaling.com
. You can do customer service or client concierge if you so choose but I just went simple and
just did support@jasonwhaling.com , so that was really simple.
If it works have your logo, if you’ve been using your logo, here I have an image that’s
in the actual webinar, so I want to consistency and congruence.
I want them to recognize the logo; you’ll notice it’s the same as the fabric on up
here.
And I just want them to feel comfortable; I don’t want any sort of jarring feeling,
like whoa, what is this?
And I’m sure you’ve had those experiences and that’s when you have your shopping cart
done with one service and then everything else done with another service and you don’t
really have the ability to keep that brand congruence, it can be a bit jarring.
So we want to do everything in our power to show people that this is the same website,
this is the same process, and you’re safe here.
So next what I want to point out is the guarantee, I just blowing it up here, so it’s easier
to see and this is particularly optional.
if you don’t have a guarantee then don’t use one or if it’s not 30 days or if it’s
90 days or 120 days you can go and do that . Research they’ve shown and you can check
out Sam carts blog for all of this stuff that I’m telling you because that’s where I
got all my information.
I’m not the , definitely not an expert here but this guys at Sam cart do a really good
job of aggregating data on what works for who on checkout pages . So anyway what they
found, long story short, 30 days is kind of the optimal number it’s a really good number
to use and that’s part of why I stuck with 30 days.
So at the very top here I have a brief description of what it is and depending on your style
it’ll change but what I’m doing in this description , I’m not talking about the
features , I’m almost not even talking about the benefits.
I’m simple future pacing them so here I’m saying , congratulations your moments away
from joining the authority builder implementation program where you will watch over my shoulder
as I show you , don’t transfer your passion or whatever.
It’s all as if they going to do it.
So I’m not going to say, so if you but on this page you may or may not be able watch
me do ABC.
I’m saying no congratulations you’re about to join and you’re going to be watching
over my shoulder and you’re going to transform your passion or skill into a lifestyle business
and it’s going to happen over the next 28 days.
Now I’m not claiming anything so that’s the important part , I’m not specifically
saying you’ll get this, you’ll get that , you’ll get truckloads of cash , you’ll
never have to work again.
Ok because number one that’s a lie .Number two when you future pace like I’m doing
here as opposed to just explicitly saying you’re going to be able to do this , you’re
gonna be able to do that . It’s a little bit more subtle for in terms of the sale and
it’s helping calm that mean voice in the back of their head in terms of saying , putting
them in the mind of their already going to do this and they’re going to be successful.
Now where you do want to explicitly say, what they’re going to be able to do or what they’re
going to be able to get is with your shopping cart bullet points.
And so this is kind of optional depending on how you format your checkout page.
But here I just have a couple of quick bullet points that summarize the same deliverables
and benefits that we’ve talked about on the webinar.
So if they coming from a launch sequence or a sales page or an email for that matter,
you want to just say, what said in those other sales things again?
So you tell them, tell them again and then you keep telling them.
So you don’t want to really introduce anything new here, you‘re just reinforcing the messaging
that got them here in the first place.
Because whatever message you had before this page worked because they’re on this page
, so you don’t want to switch gears and start talking about something else, keep talking
about the same thing . Again congruence bringing them through this process of finally purchasing
from you.
So you have a couple options with these bullet points for me I think one of the standards
is if you have a discount, if you have a guarantee and if you have bonuses, those are kind of
the standards in terms of what to put here.
If you don’t have anyone of these you can just pull out or highlight these particular
things they’ll be able to do as a result of the product or if you don’t even want
to go that far you can talk about features that they’ll get.
so features that they get will be the weakest thing you can talk about, the number two will
be things they’ll be able to achieve, benefits of results that they’ll get as a result
of them using the product and I think the best is talk about the discount, talk about
the guarantee and then you list out the bonuses with little bit of results on the one side.
So you’re not only talking about the bonuses but you’re talking about why there’s bonuses
are important.
And here I just had one bullet point that went through the implementation program itself
which is kind of the core offer.
So I just say you get immediate access to Authority , the implementation program including
over 30 click by click videos and fill in the blank templates , so you can and that’s
really key , I like this phrasing a lot.
So I’m telling them all they get , everything they get , then I say so you can build your
own Authority business . And that answers the question of why do I care?
Well you care because you can build your own authority business.
So also ask that question with each bullet point, you want to be that skeptic in the
BAC of the mind and say why do I care?
And when you answer that the only exception is the bullet points to talk about the money
off, if there’s a discount and then we guarantee those are kind of self –explanatory so you
don’t have to be as critical with asking why I should care but definitely with all
your other bullet points you’ll want to do that.
Now when it comes to contact information the less information you ask for the more likely
they are to sign up and actually purchase your product.
That’s straight across the board, thanks to Sam cart actually doing studies and aggregating
all the data from their live shopping carts across all of their clients that’s what
they found.
So if you don’t need shipping information, don’t ask for it.
If you can get away with just the name and the credit card then you can do that I know
from a payment processing perspective it’s always best to at least get their billing
address.
So I would definitely recommend just having the billing address, their name and email
and then the credit card and that’s it you’re good to go.
If you can, you can have security seals like these ones just make sure that they’re actually
there so if you say you have 256 bit encryption, please make sure that you actually do have
256 bit encryption.
Most people don’t even know the difference between 120 and the 250 and that’s ok.
So if you can get those extra things like the Better Business Bureau, the Verisign or
all those other thing s, that’s great.
If you don’t have those most shopping carts software already have all of the things that
you need to protect your clients and customers.
So you can safely have things like this letting them know that their information is secure.
And then finally you get down here to enroll now.
So I phrase this phrase and position this entire product as a program so it’s an appropriate
for me to say enroll now as opposed to buy now or order now or submit or get instant
access . We’ll just have e to change the vernacular that you use on that button depending
on how you’ve framed and positioned your product.
And so now I want to end with a cool bonus tip that I actually decided not to use on
this page but I’ve seen other people use it and I’ve seen digital kick start use
it, very effectively with their webinars.
And that is the shopping cart download link , so when you’re putting together your shopping
cart , what you can do if you’re driving people from a sales page or a webinar or a
launch sequence.
One of the things you can do to get people to show up to the shopping cart in the first
place is to tell them that there’s a download.
So what you would do it at the very bottom here , you have a link and say download the
free mind map , free blueprint , free PDF guide or get a link to this cool video or
whatever it is and essentially the thought process behind it , is in the sales material
we’re going to promise you something really cool.
And then the way you get that really cool thing is you go to the checkout page and then
they have to, kind of forces people to scroll to the bottom to click through to get the
download.
And that’s just a really kind of cool savvy way to add extra value to your sale process
and get people to show up to the shopping cart . Now I will say a word of warning here
and this is why I actually decided not to do it .If you’re going to be setting up
a bunch of retargeting list using, in my case Facebook but if you using other platforms
like AdWords and you want to be able to be able to specifically target people who came
to your checkout page but didn’t ultimately buy or you got some advanced email automation
setup now or in the future.
That you want to target people who consumed all your sales material came to the shopping
cart and then didn’t buy.
That’s really powerful to follow up with and focus remarketing efforts on those people
because kind of the hyper sensitive part of your list or prospect funnel.
Because they actually clicked through to the order page, they just abandoned the shopping
cart for whatever reason.
And if you drive people to your shopping cart using that strategy that I just talked about
you’ll wind up getting a lot of people on those remarketing lists that don’t actually
belong there because they just clicked to get the free stuff they weren’t actually
clicking to potentially purchase.
so that’s the only caveat to that strategy and because I’m going to be focusing so
much on remarketing in my efforts , I’m not going to include that that strategy.
But if you not going to be doing that advanced kind of automation and remarketing on the
front-end, definitely recommend trying out that strategy to see if it can help boost
your sales.
But once you start that advanced remarketing I definitely recommend probably not using
the strategy because you want , your remarketing list to clearly represent people who actually
wanted to take the action of purchasing your product as opposed to them just coming to
the webpage to click for the free download.
And that’s all there is to it , to putting together a high converting checkout page for
just about any business , so whether you’re selling digital products or your selling a
physical product this type of format will work for you .
Thank you for watching, I hope you found this video informative and actionable, if you got
some value out of it.
Go and hit that like button and then subscribe if you’re on YouTube for more business building
and marketing tactics and strategies just like the ones covered in this video.
Again I’m going from A to Z building an online business from scratch and documenting
the entire process here with you live so you can learn from my successes as well as my
failures.
So you have any question on putting together a shopping cart or order page, go ahead and
drop them in the comments section.
Love to hear what you thought about the video and then how I can help you put together your
own order page, optimized for success.
So keep building the business you love and I'll see you in the next episode.
Take Care.